Thursday, 13 August 2009

'Tea-mergency' - Direct Line insurance create tea and Twitter

Under the headline 'solving tea-mergencies since 1985' Direct Line insurance have launched http://www.teamergency.com - featuring Direct Line tea and the Direct Line Twitter account.

Direct Line Tea-mergency website

Direct Line insurance are "now calling on those who are having a bad day - or are in the middle of a 'tea-mergency' – to use Twitter to tell them all about it. (@teamergency.) The best anecdotes will receive a free box of Tea-mergency Tea, which has been specially blended by Direct Line to help solve an everyday crisis. Direct Line is also monitoring all mentions of tea on Twitter, plotting the nation’s obsession with the drink on an interactive [Google] map on a new microsite."

Direct Line Google map plotting mentions of 'tea' on Twitter

Created by 'master tea blender Alex Probyn', the Direct Line tea blend 'is a combination of North Indian Assam (warm, malty, rich and soothing), Sri Lankan Uva (light, refreshing and uplifting) and Kenyan (bright, strong and rejuvenating)' and the tea is 'designed for times of need.'

Direct Line tea

The whole Direct Line insurance tea project is framed with specially commissioned research that shows that 68% of people turn to tea in a dilemma.

This is another example of an advertiser trying to drive conversation in order to raise brand awareness - and the interesting thing is that there are no links or no mentions of the Direct Line product on the tea-mergency microsite or the teamergency Twitter account.

I'm still not sure I understand it either - especially the fact that there are no links into the Direct Line site, no mention of what Direct Line do and no reference to any of this tea stuff from anywhere on the Direct Line main site. I'm all for experimentation but I agree that this feels odd.

I read somewhere, in the Daily Mail I think, that the campaign's all about 'exploring quintessential British responses to stress and anxiety' and that of these, 'reaching for the kettle was the most popular' - according to their research, this is true o 70%.

Personally, I think it's quite fun. I saw some bloke on Channel 5 News last night demonstrating how to make the 'perfect' cuppa for trouble.

I read somewhere, in the Daily Mail I think, that the campaign's all about 'exploring quintessential British responses to stress and anxiety' and that of these, 'reaching for the kettle was the most popular' - according to their research, this is true o 70%.

Personally, I think it's quite fun. I saw some bloke on Channel 5 News last night demonstrating how to make the 'perfect' cuppa for trouble.

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